'X' was started in the year 1899 by August Horch. In 1909 August Horch was forced out the company he had created. He then started a new company in Zwickau and continued using the Horch brand. His former partners sued him for trademark infringement and a German court determined that the Horch brand belonged to his former company. August Horch was barred from using his own family name in his new business, so he called a meeting at the apartment of Franz Fikentscher to come up with a new name for his company. During this meeting Franz's son was quietly studying Latin in a corner of the room. Several times he looked like he was on the verge of saying something but would just swallow his words and continue working, until he finally blurted out, "Father wouldn't it be a good idea to call it 'X' instead of horch?". "Horch!" in German means "Hark!" or "hear", which is "X" in Latin.
Audi
audi